The Mx Group

AUGUST 8, 2018

Here at The Mx Group, we have frequent conversations with our clients about how to create buyer personas , and what a powerful tool they can be when they are really being utilized. Few B2B marketers dispute the value of personas for strategy, messaging and execution across sales and marketing. Number of personas: 5 or more.

Buyer Personas 86

Buyer Personas Budget Programs Buying Cycle Deliverability 86

Tony Zambito

MAY 12, 2011

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    What do these new buying cycles look like? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

MARCH 24, 2010

.   Otherwise, we can end up what may be viewed as disparate and disconnected uses for buyer personas.   Thus, diluting the essence of how they can help an organization receive the game-changing affects from investing in Buyer Persona 2.0    Buyer Personas Inform Strategy and Innovation.

Buyer Personas 100

Buyer Personas Marketing & Strategy Buying Cycle Forecasting 100

Webbiquity

DECEMBER 17, 2021

You can develop a detailed buyer persona to map out what people need at different points in the buying process. When someone is ready to buy your goods or service, they go through a buying cycle, which is a set of decisions they make before they buy. Integrate Your Sales and Marketing Teams.

Customer Satisfaction 287

Customer Satisfaction Effectiveness Planning Work Management 287

Tony Zambito

JANUARY 5, 2011

  It also redefines marketing’s role in terms of just lead generation to that of working in tandem with sales through the entire end-to-end process of revenue generation and management.    A cornerstone principle for buyer personas is that they are created from qualitative interviewing of buyers. 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

The Mx Group

AUGUST 16, 2017

Your Top Ten Questions About B2B Buyer Personas. Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. What role should Sales play in the development process? I would recommend first trying to answer these key questions: Do your personas really represent your buyers’ perspectives?

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

Tony Zambito

MARCH 16, 2010

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series. Below it is printed for your convenience: Buyer Persona Strategy Playbooks Introduced by Goal Centric.   I have made reference to these playbooks in recent posts as well as our work with Hewlett-Packard.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

JULY 10, 2011

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    Without a doubt, we are seeing the most dramatic change in buyer behaviors since post World War II. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.    Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers.

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

JULY 18, 2011

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

JANUARY 18, 2011

.  Acquiring a deep understand of your target buyer and their buying process.  As many of you know from reading my articles before, I am a big advocate of buyer personas and exactly for the purpose Adam has stated.  I couldn’t agree more!   No, really, how can you really do this?!?!?

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

APRIL 10, 2011

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Webbiquity

JANUARY 19, 2023

Decision Making The decision-making process for B2B and B2C marketing differs greatly, primarily due to the type of customer each is targeting. In B2B marketing, decisions are often made by a committee or group within the company that involves several stakeholders who have an impact on the buying decision.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Heinz Marketing

MAY 3, 2023

By Win Salyards , Senior Marketing Consultant at Heinz Marketing Developing an accurate and actionable understanding of the B2B buying committee and the buyer personas that make it can be challenging, especially when your buying cycle is complex. Persona Classifi- What? Concerns can apply to any persona.

Buy 101

Buy Buyer Personas Validation Buying Cycle 101

Exo B2B

FEBRUARY 7, 2024

In this world where every purchasing decision can involve multiple stakeholders and take months of deliberation, understanding the nuances of B2B personas and the complex journey of the B2B buyer is not only useful, it’s essential. You can’t just make it a “communication” persona.

B2B 52

B2B Buyer Personas Work Management Case Studies 52

SnapApp

APRIL 6, 2017

The idea of creating and using buyer personas is not new – it’s become part of B2B marketing 101. Without personas, you’re really just guessing at what your audience cares about, and end up in situations where you’re an example of a bad #marketingfail. Multi-dimensional Persona Maps: An Example. Trying It Out Yourself.

Buyer Personas 48

Buyer Personas Top of Funnel Marketing Funnels Buying Cycle 48

Zoominfo

JUNE 28, 2023

Process: How can your product create a structured process within the customer’s business? Support: How can you offer greater support during the buying cycle and beyond? Customers that go through the buyer’s journey with little or no support lose confidence in business relationships.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Work Management Marketing & Strategy 130

ClickDimensions

NOVEMBER 17, 2020

The modern sales process is buyer-led and organizations succeed by meeting buyer expectations, needs and questions. Buyers today are informed and expect brands to aid them in the education process. Sales enablement helps sales teams capitalize on those opportunities by reducing friction throughout the buying cycle.

Buying Cycle 103

Buying Cycle Cross-Selling Buyer Personas Barriers 103

Zoominfo

MARCH 6, 2021

Demographics might focus on gender, income, and ethnicity (handy for building buyer personas ). By nature, ABM focuses on personalization and building long-term relationships with customers — a good fit for B2B’s often complex buying cycles and multiple decision-makers. Demographic and Firmographic Segmentation.

Segmentation 204

Segmentation Account Based Marketing Lead Scoring Lead Ranking 204

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Webbiquity

DECEMBER 4, 2018

You also get to understand their abilities and properly map them to your buyers’ needs. Crafting buyer personas for sales reps and treating them like customers by tailoring outreach, tools, and techniques to the needs of different teams will go a long way in improving their sales effectiveness. Map Content to the Buying Cycle.

Sales Management 218

Sales Management Top of Funnel B2B Sales Tactics 218

Valasys

JUNE 8, 2020

Strategic content mapping is an orchestrated plan to deliver the right content to the right people at the right time to help customers sail through the specific stages of their buying cycles and to figure-out the opportunities to better address the pain-points of your customers. Helps in Creating a Buyer Persona.

Buyer Personas 76

Buyer Personas Buying Cycle Content Template 76

Zoominfo

JULY 25, 2018

Some might equate the process to a type of analog segmentation. Use the resources available to develop buyer personas. Then, create your strategy around the details and behaviors outlined within your buyer persona profiles. Simply creating buyer personas is not enough.

Top of Funnel 150

Top of Funnel Planning Buyer Personas Multi-Channel 150

SalesIntel

NOVEMBER 17, 2022

The top 3 barriers to effective implementation of marketing strategies were considered to be lack of brand awareness, lack of leads generated and lack of automation of processes. Buyer Journey Mapping. The buying cycle in the education industry is typically longer and often involves more decision-makers compared to other businesses.

Top of Funnel 98

Top of Funnel Marketing Budget Paid Content Paid Search Agency 98

SalesIntel

NOVEMBER 21, 2022

Long sales cycles. Disagreement about new processes. Problem: Long Sales Cycles Are Reducing Effectiveness. While you cannot force prospects to make quick decisions, you can make sure that your brand stays at the top of mind throughout the decision-making process. Problem: Internal Disagreement About New Processes.

Sales Management 98

Sales Management Top of Funnel Sales Qualified Leads Lead Ranking 98

ViewPoint

JANUARY 31, 2012

Tony Zambito is Founder and Principal of the buyer research and strategy firm Buyerology ?. He is also the originator of the buyer persona research and creation methodology as well as Business Buyergraphics ™ that are widely used to make informed decisions from buyer insights. and social technologies.

Process 120

Process Work Management Lead Ranking Enterprise Management 120

Marketing Interactions

APRIL 18, 2019

Instead, if we say something like, “when using our solution, helpdesk teams find they can cut 3 steps out of a 10-step process, reducing ticket resolution time by 3 hours” – now your prospect can visualize what you’re talking about. Complex Buying Processes Require Small Shifts. That’s the key to compelling the decision to buy.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Televerde

FEBRUARY 2, 2021

However, with the modern buying cycle dominated by the digital landscape, the customer journey is much more complex. Customer journey mapping is the process of creating a map that outlines several key actions, events, and motivations. Understand the differences between your buyer personas and attract a new customer base.

Buyer Personas 61

Buyer Personas Touchpoints Buying Cycle Paid Search Agency 61

ANNUITAS

JUNE 9, 2016

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind.

Buy 100

Buy Buying Cycle Trigger Marketing Buyer Personas 100

ViewPoint

MAY 7, 2013

In 2002, Tony established the first buyer persona research methodology designed specifically for B2B marketing and sales. This innovation helps leading companies gain better understanding of their buyers, leading to improved lead generation and revenue performance. Don''t Treat Your Leads Like Buyers. Study Lead Behavior.

Buyer Personas 120

Buyer Personas Peer-to-peer Buying Cycle Sales Qualified Leads 120

DiscoverOrg

DECEMBER 4, 2018

This buyer persona may not get a lot of attention, but they control the budget at most in-house corporate legal departments. What does the buying cycle look like for legal operations? Where do they research and get buying advice? business processes. What types of legal tech tools are top of mind?

Bundling 136

Bundling Buyer Personas Work Management Efficiency 136

NuSpark Consulting

APRIL 29, 2017

For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. Examine historical data to get the value of former “good” deals and the typical length of the buying cycles for each one.

Account Based Marketing 159

Account Based Marketing Ideal Customer Profiles Budget Programs Enterprise Management 159

SmartBug Media

MARCH 14, 2024

Creating a Go-to-Market Plan Every product you launch will have a unique GTM strategy, but following these foundational steps each time will empower your team to set a plan for success: Flesh out buyer personas and envision a customer journey : Before you enter the market, you must know your audience well.

Marketing Analytics Tools 59

Marketing Analytics Tools Enterprise Management Planning Ideal Customer Profiles 59

Tony Zambito

MAY 1, 2011

.  Planning today should include a significant component devoted to understanding your social buyer persona and understanding the implications they may have on your business strategy and structure.    There should also be a healthy realization that knowledge of buyers may be not up to date. 

Planning 100

Planning Buyer Personas Buying Cycle Marketing Automation Services 100

Zoominfo

MARCH 5, 2021

Demographics might focus on gender, income, and ethnicity (handy for building buyer personas ). By nature, ABM focuses on personalization and building long-term relationships with customers — a good fit for B2B’s often complex buying cycles and multiple decision-makers.

Segmentation 100

Segmentation Account Based Marketing Lead Scoring Lead Ranking 100

ANNUITAS

SEPTEMBER 29, 2015

What would trigger them to enter a buy cycle? How long does it take to buy a solution like yours? What is their role in the buying process? For more tips on building better buyer personas, check out this webinar: The Role of Buyer Personas in Demand Generation Strategy.

Buyer Personas 100

Buyer Personas Demand Generation Buyer's Journey Buying Cycle 100

ANNUITAS

MARCH 19, 2013

You don’t know the buyer JACK”! Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. What steps does the buyer take when purchasing my product or service? Do you know what triggers that process?

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100